The goal of this assignment was to show the benefit of a Skechers product in a new way. For this campaign, I focused on the Skechers GoRun sneaker, which is ultralightweight due to its technology, providing a better run. I wanted to communicate this benefit through the big idea that when people run with Skechers, their feet are so lightweight that they aren't running, they're soaring.

I chose to compare the feeling of soaring in the wind to weightless things, such as a balloon, a bubble, and a feather. I kept the background white and simple to draw attention to the weightless objects. To evoke the feeling of weightlessness, I chose a thin and clean font. I chose to make the people running in black and white so that they would all be the same color and the colors of their clothing wouldn't take attention away from the big idea.

The results of this project were very successful. The print ads came out clean, simple, and visually compelling. The product benefit was portrayed in a fresh way.